Persona in Social Media: A Case Study on Baim Paula Youtube Channel
(1) Universitas Jenderal Soedirman
(*) Corresponding Author
Abstract
Social media enables its users to participate in creating and sharing media contents through their accounts; thus, it gives opportunity to gain popularity for anyone, including celebrity. This paper is aimed at revealing celebrities’ strategy to increase and maintain their popularity by constructing self-image through social media. Videos from Baim Paula youtube channel are selected as the main data of the analysis, considering Baim Wong’s success as celebrity and content creator. Using textual approach, the vidoes created and shared are analized as a cultural text which demonstrates celebrities’ self-representation in social media. The result shows that Baim Wong performs various self- images through his videos contents. His prank videos indirectly indicate authenticity and honesty entitled to Baim Wong’s image, as a strategy to create closeness to his fans. He also construcs an altruistic persona by giving presents and/or money to his pranked targets. Another self-representation is seen in videos about his daily activities with family and friends. Through these videos, Baim Wong constructs his image as a family man. The persona performed in social media has successfully attracted more fans/ subscribers and enhanced his fame. Subsequently, it generates profit not only from his YouTube channel, but also from advertising agencies and TV stations that hire him.
Keywords
Full Text:
PDFReferences
Abidin, C. (2017). #familygoals: Family Influencers, Calibrated Amateurism, and Justifying Young Digital Labor. Social Media + Society, 3(2), https://doi.org/10.1177/2056305117707191
Agustina, A. (2020). 5 YouTuber Berpenghasilan Tertinggi, Baim & Raffi Bersaing Sengit, Atta Ketinggalan | merdeka.com. https://www.merdeka.com/artis/5-youtuber-berpenghasilan-tertinggi-baim-raffi-bersaing-sengit-atta-ketinggalan.html
Altruism | Definition of Altruism by Merriam-Webster. (n.d.). Retrieved December 7, 2020, from https://www.merriam-webster.com/dictionary/altruism
Baim Paula’s YouTube Stats (Summary Profile) - Social Blade Stats. (n.d.). Retrieved December 5, 2020, from https://socialblade.com/youtube/c/baimpaula
Cahyaningtyas, D., & Sutikno, B. (2019). The Impact of Micro-Celebrity Endorsement in Indonesia. http://etd.repository.ugm.ac.id/home/detail_pencarian/173240
Cresswell, J. W. (1998). Qualitative Inquiry and Research Design. SAGE publication.
Davis, A. (2008). Investigating Cultural Producers. In M. Pickering (Ed.), Research Methods for Cultural Studies (pp. 53–67). Edinburgh University Press.
Eaton, K. (2019). Top 10 Family Channels on YouTube. https://neoreach.com/top-family-channels-youtube/
Franssen, G. (2019). Sincerity and authenticity in celebrity culture: introduction. In Celebrity Studies (Vol. 10, Issue 3, pp. 315–319). Routledge. https://doi.org/10.1080/19392397.2019.1630117
Giles, D. . (2018). Twenty-First Century Celebrity: Fame in Digital Culture. Emerald Publishing Limited.
Indita. (2019, January 24). Video Prank Jadi Orang Gila Masuk Trending di Youtube, Baim Wong: Udah Kaya Youtuber Banget - Halaman 2 - TribunStyle.com. https://style.tribunnews.com/2019/01/24/video-prank-jadi-orang-gila-masuk-trending-di-youtube-baim-wong-udah-kaya-youtuber-banget?page=2
Jayani, D. H. (2020). 10 Media Sosial yang Paling Sering Digunakan di Indonesia | Databoks. https://databoks.katadata.co.id/datapublish/2020/02/26/10-media-sosial-yang-paling-sering-digunakan-di-indonesia
Jerslev, A., & Mortensen, M. (2018). Celebrity in the Social Media Age. In A. Elliot (Ed.), Routledge Handbook of Celebrity Studies (pp. 157–174). Routledge.
Kanai, A. (2015). Jennifer Lawrence, remixed: approaching celebrity through DIY digital culture. Celebrity Studies, 6(3), 322–340. https://doi.org/10.1080/19392397.2015.1062644
Kidd, J. (2016). Representation. Routledge.
Maghfiroh, L., & Hapsari, N. F. (2015). A Celebrification of Celebgram on Instagram: A Case Study of @Shireeen. Allusion, 4(1), 57–62.
Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse and Communication, 6(2), 181–201. https://doi.org/10.1177/1750481312437441
Pringle, H. (2004). Celebrity Sells. John Wiley and Sons lImited.
PROSES KELAHIRAN BABY KIANO TIGER WONG .. - YouTube. (n.d.). Retrieved February 15, 2021, from https://www.youtube.com/watch?v=20lci655vPs
Rahmawan, D. (2014). Selebtwits: Micro-Celebrity Practitioners in Indonesian Twittersphere. Jurnal Kajian Komunikasi, 2(1), 1. https://doi.org/10.24198/jkk.v2i1.6046
Snickars, P., & Vonderau, P. (2009). Introduction. In P. Snickars & P. Vonderau (Eds.), The YouTube Reader (pp. 9–21). National Library of Sweden.
Suha, S. A. (2020). The Case of Family Vloggers. https://www.thedailystar.net/shout/news/the-case-family-vloggers-1864195
Sutriono, S., & Haryatmoko, H. (2018). Selebriti dan Komodifikasi Kapital di Media Sosial. Journal Acta Diurna, 14(2), 99. https://doi.org/10.20884/1.actadiurna.2018.14.2.1363
Yessica, Y. (2017). Pengaruh Seleberiti Endorser Melalui Media Sosial Terhadap Minat Beli Konsumen (Survey Chelsea Olivia Sebagai Selebriti Endorser Pada Siswi Sekolah Kristen Ketapang 1 Kelas 10 dan 11 Tahun Ajaran 2016 – 2017). Prologia, 1(1), 287–292. https://doi.org/10.24912/PR.V1I1.1418
DOI: https://doi.org/10.24071/joll.v21i2.3009
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Journal of Language and Literature (JOLL) is published by Prodi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma.
JOLL is indexed in:
This journal is is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License